Afford shares fresh new look and feel

Afford shares fresh new look and feel.

Leading national provider of disability services Afford today announced a refreshed brand identity, marking a new chapter for the organisation as it continues its mission to support people with disability throughout Australia.

Established in 1951 by Dr Ross Williams, Afford was originally known as The Poliomyelitis Society of Australia. The charity started at the height of the polio epidemic in Australia. The first site of the organisation was the Cherrywood Hospital in the Sydney suburb of Turramurra in New South Wales.

Today, Afford provides accommodation, community connection, disability supports and employment services throughout Australia. Doing so, means empowering people with disabilities to live the lives they want to and achieve their personal ambitions. “Afford has evolved considerably in recent years, and it was important that our brand evolve with us,” said Chief Executive Officer Jo Toohey.

“Our new identity represents who we are today — a modern, inclusive and purpose-driven organisation with a strong focus on people, growth, and impact.

The new look and feel is also part of the organisation’s Strategic Plan 2024-2027. The plan includes a commitment to creating exceptional outcomes and improving the lives of the people we support while also being bastions of positive change.

A renewed identity with enduring values

In honour of that, the refreshed brand introduces a new tagline – Good friends. Great adventures. There’s also a modernised logo, updated visual identity, and clear, authentic messaging that better reflect the organisation’s community and values.

While the visual identity has changed, the Afford name, people and its values remain unchanged. The organisation’s purpose — to empower people with disability to live meaningful and connected lives — continues to guide every aspect of its work.

“This is not just a new look; it’s an expression of our ongoing commitment to quality, inclusion, and respect,” said Ms Toohey.

“Our refreshed brand provides a stronger platform to engage with communities, attract talented staff and reach more Australians who can benefit from our services.”

Designed through collaboration

The refreshed brand was co-designed with input from clients, staff, and stakeholders across the organisation, ensuring that it authentically represents the community it serves.

“We are proud that this process has been genuinely collaborative,” Ms Toohey said.

“Every element of the new design — from the tagline to the imagery — has been shaped by the voices and experiences of the people who make Afford what it is.”

Looking ahead

The brand refresh marks a significant milestone in Afford’s continued evolution as a trusted and progressive disability service provider. It also supports the organisation’s broader goal of increasing visibility and connection within the disability sector and the communities it serves.

“This refreshed identity positions us strongly for the future,” said Ms Toohey.

“It symbolises growth, unity and the shared ambition to continue delivering exceptional support for people with disability, all part of the Afford Strategy 2024-2027.”